CASE STUDY — ONCOLOGY

Building the Story That Got C2i Genomics Acquired

C2i Genomics had a genuinely novel oncology platform. What they didn't have was a story that made the science immediately legible to the people who needed to say yes.

We built that story before the market had a category for it.

The Challenge

Launching the world's first whole-genome, ultra-sensitive cancer monitoring platform is a credibility problem before it's a marketing problem.

Clinical audiences need scientific depth. Investor audiences need clarity. The messaging that works for one often alienates the other.

C2i needed naming and narrative architecture that could hold across both rooms simultaneously.

Our Approach

I developed the product naming system (C2intelligence, C2inform) and the verbal identity for each launch. The narrative was built to carry scientific weight without requiring a PhD to follow. Every element was designed to work at a scientific advisory board and in a Series C materials package.

Outcome

The launches positioned C2i as a category-defining company in precision oncology globally. The coherence of the story across channels and audiences contributed to acquisition by Veracyte.

Why it Matters

C2i Genomics exemplifies how strategic storytelling, naming, and design can amplify groundbreaking science. By creating a unified, forward-looking brand ecosystem, we helped a startup transcend early-stage status and step confidently into the global diagnostics arena.

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Here's how we help our clients maintain credibility before milestones.

Narrative Risk Audit

See where your story fragments before partners do.

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Standards Concept. Word on Folder Register of Card Index. Selective Focus.

Narrative Alignment Sprint

One science. One story. Zero conflicting versions.

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Policies Concept. Word on Folder Register of Card Index. Selective Focus.

Truth Architecture Build

Infrastructure that makes consistency inevitable, not aspirational.

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